By Michael Scott
Samsung acknowledged allocating $35 M towards metaverse projects targeting the Latin American audience. The Korean electronics company considers the initiative critical to facilitate the attraction and connection with young Latam audiences.
Metaverse Investment Critical to Attract Virtual Reality Audience
Samsung perceives expansion in metaverse initiatives as critical to realizing its growth marketing objective in Latin America. The head of corporate citizenship and marketing in Samsung Electronics Chile, Anita Caerols, admitted that the inclusion of the metaverse initiatives is critical to attracting the virtual reality audience to its global digital push. Caerols opined that metaverse initiatives align with Samsung’s concrete commitment to link with the preference for virtual reality among young Latam consumers.
Caerols expressed confidence that undertaking a fully immersive platform in the Latin America region fits into Samsung’s future marketing approach. She added that integrating digital natives for the electronics company through metaverse initiatives is sensible to explore, given that they naturally extend the popular social media platforms.
Samsung’s Marketing Vision Guiding the Metaverse Exploration
Caerols explained that the funds allocated towards metaverse initiatives and efforts to explore its viability in Latin America are guided by Samsung’s marketing vision. The Samsung official elaborated that businesses that desire to speak and connect with younger audiences and prospect potential consumers for its products should embrace the metaverse immediately. She noted that integrating metaverse initiatives is imperative for businesses that seek to engage new influencers.
Caerols echoed findings of a Linkedin survey that revealed that over 400 million users are attracted to metaverse channels and platforms monthly, where 51% are aged below 13 years. Such realization informs Samsung’s current focus to embrace metaverse-oriented products to win Gen Alpha and Gen Z being the audiences more likely accustomed to such platforms.
Samsung Increased Interest in Metaverse Ecosystem
The interest expressed by Samsung in metaverse projects within Latin America aligns with the various moves the electronic company has undertaken in the virtual ecosystem. In October, Samsung initiated House of Sam to allow users to leverage the decentralland experience by interacting virtually with existing products.
Earlier in July, Samsung announced leveraging Roblox to initiate a metaverse experience identified as Space Tycoon. The project accommodates the inclusion of users within the space station. The metaverse initiative allows developers to create Samsung products using available raw materials.